CEO Charlie Morrison is on a mission to bring younger diners, women, and Hispanic guests through Mike’s doors.

By Jonathan Small | edited by Dan Bova | Oct 30, 2026

Chances are you’ve heard of Jersey Mike’s . More than 90% of surveyed consumers have. Getting them to actually order a sub? That’s the hard part.

The chain’s customer base has long skewed older, male, and higher-income, CEO Charlie Morrison said on a recent earnings call, according to QSR . To reach younger diners, women, and Hispanic guests, Jersey Mike’s is finally going digital . “Before 2026, the company really had no investment in digital marketing efforts of any kind,” Morrison said. That’s out of an ad budget topping $200 million a year.

This year, about 20% of that money went to paid social, search, and connected TV. And the effects are showing.…